In 2014, I took on the role of the first director of marketing and communications at the University of Utah’s David Eccles School of Business, which was an incredible opportunity to define a world-class brand. My primary task was to formalize the school’s identity by developing the comprehensive brand guide and core asset library, ensuring every piece of communication was cohesive and reflected the school’s competitive edge.
However, a brand is more than a logo—it’s an experience. We needed to visually communicate the dynamic ecosystem that makes the Eccles School a Top 25 Entrepreneurship Environment. To achieve this, we launched a series of powerful videos designed to capture the energy of the business school’s campus.
A highlight of this initiative was showcasing the Eccles Experience—an applied learning environment anchored by the world’s first on-campus space dedicated to residential living, co-working, startup launching, and product fabrication —which later became the Lassonde Studios at the Lassonde Entrepreneur Institute. The video, ‘Entrepreneurship—An Eccles Experience Film,’ offers a fantastic look at this 24/7 hub where students from all disciplines turn ideas into reality. It demonstrates how this unique ecosystem fosters collaboration and real-world results. This project established a new standard for how the school communicated its commitment to innovation and student success.
Watch the video that launched the narrative.